With voting for the 16th Lok Sabha reaching the final phase, news channels have their hands full as they race across the country, bringing extensive coverage of the nine-phased polls. Given the intense interest and high number of voter participation these elections, advertisers too have show a keen interest. As per industry estimates, news channels are expecting more than 20 per cent hike in revenues from election-related advertising.
As per data sourced from TAM subscribers in CS 25+, Male, AB, six Metros, Week 16 (April 15-21) of 2014, Times Now further consolidate its previous week’s gains, garnering 44 TSV (Total Shift Viewing) and a relative share of 32.3.
CNN-IBN recorded 38 TSV, a marginal dip from 39 TSV in Week 15. The channel recorded relative share of 27.5.
News X was placed third with a relative share of 17.5 and TVS of 33 in Week 16, a decline from 47 TSV in the previous week.
While Headlines Today continued at No. 4 position, garnering 12.2 points up from 13.7 points in Week 15.
On the other hand, NDTV 24X7 saw a growth 10.4 on the 16th week which is far better than the previous week of 8.9 points.
When asked whether the channel numbers are on expected lines or they could have fared better, Sumit Jaiswal, Media Group Head, ZenithOptimedia remarked, “The ratings on news especially English news are so small that the data is never consistent. You should look at absolute share to check whether there is a jump in viewership of news genre as a whole. In my sense there would be some jump at an overall level, but owing to small rating number it is not consistent, that is, it might grow in one week and drop in the next. In my opinion, viewership of news genre is definitely on the rise during this election period. Whether this gets reflected in the TAM numbers completely is a separate question. My belief is there is more to it than what TAM suggests.”
On the other hand, Vinay Tewari, Managing Editor, CNN-IBN opined, “Voter interest in these elections has been unprecedented. This is only likely to further intensify as we enter into the final phase of the Elections. We have invested significantly in our programming line-up – from possibly the most credible poll surveys to highly empowering interactive shows, from intense debates and discussions to the most detailed profiles of key leaders - to reflect the importance of these elections. It’s our programming that has contributed to tremendous traction for our channel – in fact even as the genre has broadly grown by 20-25 per cent in this timeframe, CNN-IBN has grown by almost 60 per cent.”